IMF Business School · Masters in Marketing and Digital Communication Become a professional with the best school to study digital marketing in person or online Master in Strategy and Creative Brand Management – UPF-BSM Learn to conceptualize a brand and define its creative and communication strategy. The Senior Vice President of Ogilvy Spain and CEO of Ogilvy Barcelona has participated in the seventh edition of Zoom Marques (‘Zoom Brands’), the annual meeting organized by the Audiovisual Cluster of Catalonia, which has focused on how communication should be in the post-coronavirus stage. Jordi Urbea, Senior Vice President of Ogilvy Spain and CEO of Ogilvy Barcelona, has been one of the protagonists of the seventh edition of Zoom Marques (‘Zoom Brands’), the annual meeting organized by the Audiovisual Cluster of Catalonia, which on this occasion has analyzed how brand communication should be in the post-coronavirus stage and its consequences in the industry.
The presentation “Brands & Covid, audiovisual strategies, communication and post-covid marketing” has had the collaboration of Foment del Treball Nacional, the Barcelona Marketing Kiribati Email Lists the Association of Communication Directors Dircom Catalonia. Carried out telematically, the session highlighted the communication keys to overcome the crisis caused by the coronavirus, as well as the new paradigm motivated by the exponential growth of technologies such as Big Data and artificial intelligence (AI), the increase in consumption of leisure content and the significance acquired by values such as security. “The great leap will occur with OTT platforms. Many brands will make the leap towards this new television. Knowing the consumer very well will allow us to offer them content that they like”, Faced with a scenario marked by the consequences derived from the pandemic, encouraging consumption and recovering the lost security on the part of the consumer seem vital in a necessary recovery.
“Brands are key to generating confidence and reactivating the economy. We have a great responsibility when it comes to explaining that we will get out of it and we must de-escalate the fear that may exist in order to regain normalcy,” Urbea explained. Understand the new mindset With a pandemic that has generated a new normal to which citizens and brands are engaging, adapting to the reality caused by the coronavirus becomes a key step in approaching a consumer who is increasingly demanding brands that commit more. beyond sales. In this sense, the Senior Vice President of Ogilvy Spain and CEO of Ogilvy Barcelona has assured that brands “have to review their purpose. It is no longer valid just to explain that you have a good product and its characteristics. After COVID19, we entered in a new mindset: it is not only worth doing things well, you have to be responsible with society “.